As Makerbot's Replicator 2 gains momentum, a product launch strategy to increase household adoption in the U.S.

1. H O W T O P U T A
MakerBot
I N E V E R Y H O M E I N
America
A P R E S E N T A T I O N B Y A L E X B R A N D S

2. I .
W H A T I S A
MakerBot

3. I I .
Adoption
T H E S T A T E O F

4. H O U S E H O L D A D O P T I O N
S O U R C E : A R G O N N E N A T I O N A L L A B O R A T O R Y
5 0 %
O F U S
H O U S E -
H O L D S
C O M P U T E R
1 5 Y E A R S
I N T E R N E T
1 0 Y E A R S
C O L O R T V
2 5 Y E A R S
S T O V E
4 5 Y E A R S
T E L E P H O N E
7 0 Y E A R S

5. I I I .
Context
E S T A B L I S H

6. Context
THE REPLICATOR II IS A RADICALLY VERSATILE PRODUCT, SO TO ENSURE A
SUCCESSFUL LAUNCH, MAKERBOT MUST ESTABLISH AND POSITION ITSELF
WITHIN A STRONG CONTEXT.
IN THE EARLY STAGES, ESSENTIALISM IS KEY.
THE MAN WHO CHASES TWO RABBITS CATCHES NONE.

7. HOME DEPOT
LOWES
Context
D I S T R I B U T I O N I N F R A S T R U C T U R E
CREATE A NETWORK OF
PARTNERS THAT CLOSELY
ALIGNS MAKERBOT WITH THE
TARGET MARKET.
IKEA
TARGET
MATTELL ETSY
ESTABLISH RELATIONSHIPS TO
EXPAND THE ECOSYSTEM
SURROUNDING THE DEVICE:
EARLY EXPOSURE TO THE
PROGRAMMING METHODS -
I.E. SCHOOLS + UNIVERSITIES
EARLY BUY-IN FROM
PROMINENT SUPPLIERS IN THE
DISTRIBUTION NETWORK –
I.E. THINGIVERSE MINISTORES
BY LOWE’S AND IKEA

8. Context
D I S T R I B U T I O N I N F R A S T R U C T U R E
CREATE A NETWORK OF
PARTNERS THAT CLOSELY
ALIGNS MAKERBOT WITH THE
TARGET MARKET.
HOME DEPOT
LOWES
IKEA
TARGET
MATTELL ETSY
ESTABLISH RELATIONSHIPS TO
EXPAND THE ECOSYSTEM
SURROUNDING THE DEVICE:
EARLY EXPOSURE TO THE
PROGRAMMING METHODS -
I.E. SCHOOLS + UNIVERSITIES
EARLY BUY-IN FROM
PROMINENT SUPPLIERS IN THE
DISTRIBUTION NETWORK –
I.E. THINGIVERSE MINISTORES
BY LOWE’S AND IKEA

9. I V .
E S T A B L I S H
The Use Case

10. The Use Case
AT FULL POTENTIAL, THE REPLICATOR II OFFERS SIGNIFICANTLY MORE
UTILITY THAN PAST INVENTIONS LIKE THE STOVE AND COLOR TV, WHICH
HAVE ONE-DIMENSIONAL, CLEAR CUT USES IN THE HOME.
MAKERBOT WILL NEED TO USE ITS CONTEXT AND INITIAL COMMUNICATIONS
TO ESTABLISH A USE CASE WITHIN THE CONSUMER’S MIND.
A REASON TO BELIEVE.

11. The Use Case
T E L E P H O N E
S T O V E
C O L O R T V
T E L E G R A M
O P E N F L A M E
B L A C K A N D
W H I T E T V
T Y P E W R I T E R C O M P U T E R
I N T E R N E T
M A K E R B O T
P R I N T E D
S O U R C E S
T R A D I T I O N A L
P R O D U C T I O N

12. The Use Case
REGARDLESS OF THE INITIAL PATH THE BRAND SELECTS, THE USER BASE WILL
CONTINUE TO HELP SHAPE ITS FUTURE. MAKERBOT MUST BE READY TO ADAPT.
FOSTER THE INNOVATION USERS WILL PROVIDE.
THEY ARE THE STRONGEST ASSET.

13. V .
E S T A B L I S H
The Lifecycle

14. The Lifecycle
WITH THE ABILITY TO CREATE INFINITELY
COMES THE NECESSITY FOR A SUSTAINABLE LIFECYCLE.

15. The Lifecycle
WITH THE ABILITY TO CREATE INFINITELY
COMES THE NECESSITY FOR A SUSTAINABLE LIFECYCLE.
CONSTRUCTION
MATERIALS TAKE ON
BIODEGRADABLE
FORM
CONSTRUCTION
MATERIALS CAN BE
RECYCLED BACK INTO
FILAMENT

16. V I .
Direction
A N E X A M P L E

17. MakerBot
T H E C O N T E X T
ESTABLISH A NETWORK OF PARTNERS THAT LEND BOTH FORM
AND FUNCTION CLOSELY ALIGNED WITH THE HOME.
T H E U S E C A S E
T H E L I F E C Y C L E

18. MakerBot
T H E C O N T E X T
ESTABLISH A NETWORK OF PARTNERS THAT LEND BOTH FORM
AND FUNCTION CLOSELY ALIGNED WITH THE HOME.
T H E U S E C A S E
CREATE DEMAND AROUND INEXPENSIVE FURNISHING LINES
SOLD THROUGH A DIGITAL PLATFORM.
T H E L I F E C Y C L E

19. MakerBot
T H E C O N T E X T
ESTABLISH A NETWORK OF PARTNERS THAT LEND BOTH FORM
AND FUNCTION CLOSELY ALIGNED WITH THE HOME.
T H E U S E C A S E
CREATE DEMAND AROUND INEXPENSIVE FURNISHING LINES
SOLD THROUGH A DIGITAL PLATFORM.
T H E L I F E C Y C L E
UTILIZE PARTNER LOCATIONS TO CREATE A RECYCLING
NETWORK THAT CAN REPURPOSE OLD MODELS INTO
REUSABLE FILAMENT SPOOLS.

20. thank you @ A L X B R A N D S